Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.
Is Kylie Jenner taking cues from Warby Parker, Bonobos, Birchbox, and other e-commerce companies that have gone offline with brick-and-mortar stores? The teen makeup mogul told her Snapchat followers yesterday that she's on the hunt for a storefront for Kylie Cosmetics.
In between hyping up today's launch of her new bright blue Kylie Lip Kits, Jenner shared a video from an empty store space. "Looking for Kylie Cosmetics stores right now," she said.
The only other concrete fact we have right about a Kylie Cosmetics flagship is from another Snapchat, in which she says in a direct quote: "Woohoo, makeup store is about to be liiiit."
But the idea of a traditional store for Kylie begs the question: Isn't part of the excitement and buzz over Kylie's makeup brand built around the online restocks, in which shoppers rush to get lip kits in their virtual shopping carts before the screen flashes "sold out"?
How would that work IRL? It remains to be seen. A store packed with lip gloss might be cool at first, and Kylie fans would probably make a pilgrimage. Maybe Kylie will do Supreme-style product drops of blue lipstick weekly, in which case we would love to see the shoppers lined up for those launches.
Racked LA reports that the youngest Jenner scouted for stores in Woodland Hills area of Los Angeles. So stay tuned.
How To Get Jenner Lips